Research

Earlier this month, Hispanics celebrated the election of Pope Francis, the first Latino to hold the papacy. People of Latin origin are driving Catholicism’s worldwide growth, so clearly the College of Cardinals knew their target audience when they chose a South American as the next pontiff. However, while Catholicism is the dominant religion among Latinos, its membership is declining as Protestant faiths attract “very religious” Hispanic young adults. Insight Tr3s shares some research on U.S. Hispanics and religion. By Insight Tr3s

The Cultural Traction is a global study on the impact of culture-led marketing, showing that tech brands are making the most powerful connections with consumers, accounting for six out of the top ten places in the ranking, led by Google. By achieving high levels of ‘cultural traction’, these brands are staying more relevant to consumers, thereby increasing their opportunities to achieve sustained growth.

Across the country, 47.3 million people lived in a different house a year earlier and 17.3 million of them lived in a different county within the U.S., according to information the U.S. Census Bureau released today on migration. This translates to an average of about 130,000 people moving every day.

The Advertising Research Foundation announced that Gayle Fuguitt, former vice president of Global Consumer Insights at General Mills, will become the first woman to lead the 77-year-old organization when she succeeds Bob Barocci as president and CEO on April 15, 2013.

The growth of cities in emerging markets is driving the most significant economic transformation in history. MGI’s new iPad app, Urban World, available for free from the iTunes App Store, offers an intuitive sense of how economic power will move as this urban expansion takes place.

Young Americans and those with children like to spice things up in the kitchen, according to new research from Mintel on the ethnic foods market. Some nine in 10 adults aged 25-to-34-years-old say they prepared ethnic food at home in the past month versus only 68% of those 65 plus. In addition, 91% of Americans with children under the age of 18 in the home cooked ethnic food compared to 78% of those without children.

The way mothers and fathers spend their time has changed dramatically in the past half century. Dads are doing more housework and child care; moms more paid work outside the home. Neither has overtaken the other in their “traditional” realms, but their roles are converging, according to a new Pew Research Center analysis of long-term data on time use.

March comes in like a lion and goes out like a lamb … and when the temperatures rise, the sun gets brighter, and the days get longer it’s time to grab a sponge, put on some rubber gloves, and tackle that spring cleaning. Tr3s has conducted new research on the cleaning preferences of Hispanics 18 to 34. By Tr3s Insights.

Meredith Hispanic Ventures, publishers of Siempre Mujer and Ser Padres magazines, released findings from a new study identifying the shopping, cooking, and eating habits of the modern Latina family. The report is part of a series of trend reports to be rolled out by Meredith Hispanic Ventures throughout 2013 and 2014.

While the gender divide between men and women continues to close with respect to workforce and household equality, there are still significant differences when it comes to how we think, react, shop and watch.

They’re dynamic consumers and worth paying attention to. Here are a few reasons why.

Mintel announced the addition of Tonya Roberts to their reports team. Tonya will join Mintel as a multicultural analyst with more than 20 years of market research experience.

Young Latinos have always been more likely to live with their families in early adulthood – and that is especially true today. With the cost of living on the rise and the recession making stable jobs a scarce commodity, moving out can be a major financial risk. As a result, Hispanics 18 to 34 are delaying forming their own households. Currently, 45% reside with their parents. By Insight Tr3s

Nielsen’s announcement last week that it will begin counting “non-traditional” ways of watching television in the 2013-14 season probably won’t radically upset the apple cart; Brian Furhrer, a senior vice president at Nielsen, told MediaPost’s Joe Mandese it should probably only cause a six-tenths of a ratings point difference.

The telephone survey found that 84 percent of Hispanic adults surveyed expect their family’s financial situation to improve in the next four years. More precisely, six in ten (60 percent) strongly agree and 24 percent somewhat agree. Among respondents employed full time, over eight in ten (85 percent) feel confident about their job security. Respondents also expressed confidence in their ability to retire comfortably. Two-thirds of Hispanic adults surveyed feel confident that they will retire without drawbacks, compared to just half (52 percent) from the general population.

For many years I have conducted qualitative research with Latino women and have generally found that they are very willing to yield to their children’s requests for purchases, even if these are non-essential. I have had the suspicion that this is particularly true of Hispanic women in comparison to other mothers but have not had the quantitative data to explore this idea. By Felipe Korzenny, Ph.D.

The Essential Economy Council released a new study that has national implications for the debate on U.S. immigration reform as it measured the economic value of industry sectors that commonly employ immigrants. The Georgia-focused study reported that industry sectors like poultry, agribusiness, dining and hospitality contributed 12% or $49 billion of the States GDP in 2010 while their employees paid $114 million in sales tax in 2011.

This Sunday is the Oscars, where all of Hollywood will gather to celebrate the year’s accomplishments in film. And when it comes to cinema, Tr3s’s research has shown that Hispanics are major movie buffs. By Insight Tr3s

LatinWorks and EthniFacts have joined forces to field a deeper investigation of U.S. Latino Culture and shed new light into what the future may hold for marketers. The report is the result of an extensive national survey of US Latinos and is titled The PLUS+ Identity — Shifting Paradigms and the Future of Latino Culture in the US.